Hungry Jacks

Marketing is the all-embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time. It is the action or business of promoting and selling products or services, including market research and advertising. Arby’s, for example, has changed in a revolutionary way. Their marketing strategy has changed which impacted the human resource management department and the financial structure of the business.

Marketing is the activity and process for creating, communicating, delivering, and exchange a product or service; which has values for the customers/clients. Overall it is an integrated process which builds customer relationship and creates an identity for their customers and themselves.

McDonalds has been around since 1940, when it was created by Nick and Mac McDonald in Bernardino, California. Since then McDonalds has only grown around the world in popularity and business. There are currently more than 33 thousand restaurants around the world in 119 countries. The chain has remarkably gone form offering just a few items on its menu to a wide range of over a 145 diverse items on its menu. Needless to say McDonalds has embedded itself within the world’s society. The way McDonalds runs its business has many different components. These different items include geography of a location, Weber’s model, development, and mass consumption.

Marketing is a mix of planning, executing, pricing, promotion, and distribution of services or goods. Marketing is about connecting the product or service to the customers, and the needs of a society. The goal of marketing is to accomplish the objectives of a corporation by selling the product or service successfully. Through customer

McDonalds’ is one of the best and largest fast food restaurant chains in all over world. They have 30,000 restaurants in over 100 countries. Their main object is to be best in fast food market rather than to be biggest restaurant chain in world. They served over one billion people in 2007 moreover their income was down in 2007 but they made a revenue record of $ 23 billion. As they have great brand image in market so to keep that brand image and that standard they always keep focusing on their strategies. Like in U.S. they are focusing on breakfast and chicken so, they launched new product for promotion which is southern style biscuit for breakfast and southern style chicken for lunch it attracts people a lot and in Europe their menu features premium selection and classic menu which offers a cheap or affordable meals and they also provide limited time food promotion moreover in Asia-pacific, middle east and in Africa their plan is to focus on convenience, breakfast and value.

For the purpose of this essay, I have taken into consider two organizations from the fast food industry. I chose McDonald 's as it is primary operator in this market and holds the highest market share. I chose Hungry Jack 's as the product they offer is similar to McDonald 's and I thought it would be interesting to compare marketing strategies of two organisations which offer a fairly similar product.

Thesis Statement: Although McDonald’s and Burger King are similar; they have evident differences in their advertising models, food and their commitment with the community.

It is known that most products go through a ‘product life cycle’, which sees all kinds of product will eventually go to the ‘decline’ stage. The marketing research discussed in the pervious part is vitally important to understand the changing wants and needs of customers. McDonald's constantly works to satisfy customers by developing new products to appeal them. For example, McDonald's introduced a variety of salads to appeal to the healthier conscious customers (Yahoo! Contributor Network, 2005), and recently, McDonald’s added a new product line named ‘great taste of America’ so as to attract young customers. (UK McDonald’s, 2012)

REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008

In this assignment I am going to evaluate the concepts and principles applied to the marketing of products by McDonalds and make recommendations.

Differences: McDonalds has an ambassador program called Moms’ Quality Correspondents (this is a link) which promotes healthy eating options available as well as reassures customers about the food quality. Burger King promotes dedication to their commitments for their customers, food and environment however they do not substantiate their commitments with examples in comparison to McDonalds, as we can see evidence in nutrition is crucial to consumers. Everybody is health conscious when it comes to eating franchise food, people would not want to consume a product that will have a negative impact on their health. McDonalds uses different forms of communications to customers it ranges from TV, radio, print media and online media for its advertisements however in the survey the manager of McDonalds feels that television is the most effective way of advertising their products. Burger King advertises on TV, online and print media, Burger King offers sales promotions in forms of coupons through Burger King mobile app and website. McDonalds public relations activities reinforces the business to the target market by means of

McDonalds entails many price bundling strategies that has a bundling products with meals and other products for customers. To make sure that customers buy more products of McDonalds main point is to look on psychological pricing strategies in there marketing mix that shows up from the affordable prices to customers. They had decreased there prices in by almost 25 % so that customers and different people prefer McDonalds as lunch and dining place and breakfast . there competitors are KFC, Subway, Pizza Hut and Dominos. As part of there promotional pricing strategy, McDonalds offered discounts and bundling on some products and mixing of different menu items as packed and put all together. Their pricing strategy is also used to serve the lower middle section of the society. McDonalds’ there target customers are mostly : young teenagers who wish are brand conscious and want convenience.

The intensity of competition among the firm in fast food industry is at a high level. Every firm was looking for a competitive advantage to give them the strength of surviving in the market. The concentration of firms in fast food industry is saturated. McDonald’s face the strong competition in quick service eating establishment from well-established competitor fast food outlets, such as Burger King, Wendy’s and KFC, as they provide identically products and services. Moreover, McDonald’s face the strong competition in home delivery or takeaway service, and self-service cafeterias, such as Starbucks and Dunkin’ Donuts. Hence, McDonald’s was very innovative in the products to differentiate it from the competitors and attract customers. Besides, they added a breakfast menu to compete with the other breakfast chain. McDonald’s adopted product localization need and tastes by offering

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is a process of finding out what the customer wants and meeting those requirements. Within the company, the marketing group has to consider customer values and customer satisfaction before considering offering a product. Marketing is part of our everyday world, and can be perceived everywhere and every time. At any time, everyone has been exposed to different kinds of marketing or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.